The importance of a marketing plan

Help yourself, your business and most importantly your customers

Q. Can you tell me how to get to Timbuktu?
A. Not without a map.

Our region is home to some of the most awesome products and services, but how do you cut-through the clutter and get your message to the right audience?

With a simple marketing plan!

So many clever people in business put their marketing plan into the ‘I’ll do that later - it’s a bit hard’ basket. But how will you tell people how great you are without a plan?

We understand this. Running a business is busy enough, but really we promise you, it doesn’t have to take long to map out where you are, where you want to be and how you are going to get there.

5 tips to defining your marketing plan:

1. Define your audience or audiences – be realistic, it’s not everyone in Ballina.
2. Think about what you are selling and what your Unique Selling Proposition (USP) is – why should your customers choose you over your competitors?
3. When and where does your audience hang out? Where will they be open to hearing about you… on social media, in the car, in a newspaper, at the bus stop?
4. Allocate some $$’s. You have to invest something in marketing and, depending on where your audience are hanging out, it doesn’t need to break the bank. 
5. Make everything measurable – even the small things need to have goals so you know if you achieved them or not. What do you want your investment to return for you? Email addresses, walk-ins, referrals.

Bonus tip: step and repeat and keep on measuring.

Now that’s a plan every business can start with. The new financial year is coming so get your plan happening and if you need a hand give us a call.

Your Barefruit Team 

Plastic Free Forever

Plastic Free Ocean

Will you join us in the challenge and ‘Choose to Refuse’ single use plastics this month? Please join our effort to help the environment and choose to refuse single-use plastic during July and beyond!

Barefruit currently employ a number of initiatives and a plastic-free challenge that gets us thinking about the amount of plastic packaging in our lives! The Barefruit mindset is to create forever habits.

Our rules:

1. Make sure everyone knows the rules of recycling
2. No single use plastics: NO disposable coffee cups — only keep-cups to be used, reuse coffee carrying trays, take own bowls/crockery to get food from local cafe’s
3. Bring your own lunch/meal- share lunch program — cutting down on takeaway containers
4. In-office swaps including clothes, books, unwanted gifts, etc
5.Sustainable switches: reusable rags instead of paper towels, keep cups, reusable shopping bags, metal straws, reusable cutlery and plates over take-away versions.
6. Compost food scraps
7. Office plants to detox the air
8. Natural, toxin-free cleaning products
9. Open windows and encouraging natural light. This saves energy and is better for overall wellbeing
10. Promote sustainable and healthy food (Food Challenges encouraged)
11. Adopt a ‘Double Sided’ policy when using the printer
12. Car sharing/pooling to meetings
13. Dropbox filing system instead of paper filing
14. Purchase recycled paper

If you offend twice in a week your penalty is to shout the team coffee (keep cups, of course) wearing the orange suit to the coffee shop through the Main Street (River St, Ballina)

Why participate?

Living plastic free can be a forever mindset.

Choose to:

  • Avoid products in plastic packaging (choose alternatives)
  • Reduce where possible (opt for refills, remember your reusable shopping bags)
  • Refuse plastics that escape as litter (e.g. straws, takeaway cups, utensils, balloons)
  • Recycle what cannot be avoided
Are you with us?

Click below to accept and join the Plastic Free July 2018 Challenge & contribute to the count!

Share your plastic free efforts with us

The Plastic Free July Foundation's mission

Build a global movement that dramatically reduces plastic use and improves recycling. Their vision is a world without plastic waste. Over 2 million people from 159 countries are choosing to be part of our annual Plastic Free July challenge, reducing their consumption of single-use plastics in July and beyond. This July, they’re calling for all global citizens to collectively address on of the world’s greatest environmental challenges, plastic waste.

Join the global movement by taking up the challenge to #choosetorefuse and go #plasticfreejuly. The Plastic Free July campaign raises awareness of our growing plastic waste problem and supports behaviour change by helping people to avoid single-use (disposable) plastic. But it's not just about changing our own behaviour, we want to scale our impact by sharing solutions and be part of a wider movement for change. Community groups, businesses, schools and other organisations can also participate in Plastic Free July - get started with our handy toolbox of resources.

BEHIND THE SCENES: Fundraising, supporting the local community, team building & more

Barefruit Corporate Citizenship Program

Check out some of our latest social and cultural initiatives 

#1 - Fundraising

At Barefruit Marketing​ we're all about embracing important National Days such as RUOK Day, World Environment Day and most recently 'National Wear Your Pyjamas to Work Day'. As a proud corporate sponsor, and several personal sponsors, the Barefruit team is ​committed to supporting Rafiki Mwema - a charity run from our office that provides safe houses and therapeutic care​ for traumatised and sexually abused young children. ​All ​our ​pyjama participants donated $5 to the charity. $5 in Kenya can go a long way, for instance it can buy 3 meals a day for one of our ​children for a week or transport 3 of our children home for supervised visits with their family.

 

Rafiki Mwema ​urgently need funds to continue the life-saving work they do with these children - if you can go without your latte for a day, please consider donating it to Rafiki Mwema here, and make a difference - it's tax deductible too. When you donate please put 'Barefruit' in the notes - and we'll donate another dollar!

See more from our Pyjama Day here and you can donate to Rafiki Mwema here.

 

#2 – Supporting the local community

Barefruit Marketing continues their community sponsorship of local football club – Lennox Head Football Club – sponsoring the Under 8 Great White Sharks and the football pitch.

 

#3 - Team Building

A team that skates together, stays together. All-aboard the Ice Train – During April the Barefruit team joined the kids at the Cherry Street Bowling Club in Ballina, where they turned a green to ice for the holidays. 

If you would like to be in on the action or have ideas you think we could take on board Contact Us Today

 

 

CLIENTS WE LOVE: Tweed Coast Holiday Parks

Tweed Coast Holiday Parks Kingscliff Beach Grand Opening

In March 2018, Tweed Coast Holiday Parks Kingscliff Beach reopened their doors after a major 14-month redevelopment, which saw the park completely transform into a modern, premium beachfront holiday destination.

Barefruit Marketing were there to support Tweed Coast Holiday Parks as part of the team throughout the entire $21 million project, including communicating with key stakeholders as the redevelopment progressed, announcing major milestones and managing public enquiries. The collaboration ensured that this product launch was a great success. 

The Kingscliff Beach Facebook page experienced drastic growth throughout the development and now plays a key role in communicating with past, present and future guests of the stunning new park.

Kingscliff Beach was also the first in the Tweed Coast Holiday Parks Group to open bookings online, which completely sold out within minutes of launching on February 14 2018. Following the launch, RMS, Tweed Coast Holiday Parks’ Reservation Management System, quoted that they had never seen such a high influx of traffic.

Overall the grand opening and launch of online bookings marks a major milestone for Tweed Coast Holiday Parks.

 

If you need support with your next product launch find out more about how Barefruit can help you by clicking HERE
Or contact Claire today on 0449 949 778

What is GDPR & how it affects your business

So... what is GDPR?

The GDPR (General Data Protection Regulation) is a hot topic at the moment.

In short, the GDPR is a new data privacy regulation that aims to give individuals in the EU (European Union) protection and control over their personal data. It is designed to give greater protection to an individual’s personal information and how it’s collected, stored, and used. There are strict requirements placed on companies that possess the personal data of people located in the EU.

With these new regulations coming into play on May 25, 2018 it is important for businesses to know how it could impact your data collection, and what you may need to do to make sure your business is compliant.

How does it affect your business?

Potential Fines

After May 25, 2018, organisations that aren’t in compliance with GDPR’s requirements i.e. significantly breaching people's online privacy, will face serious ramifications that could include large fines (up to 4% of a company’s annual global turnover or €20 million), which vary based on the severity of the infraction.

It could also make companies liable if their security systems are weak and customers' data is hacked.

How can you avoid these big fines for non-compliance?

If you’re collecting personal data from an EU resident, such as IP address, cookies, location data, name, and email address, you must obtain explicit consent. 

Obtain Explicit Consent

The consent should be:

  1. Voluntary. Have the user take affirmative action.
  2. Specific and informed. Make sure people are aware of what you’re collecting, how it’s being used, and whom it may be shared with.
  3. Unambiguous. Don’t disguise with redirects to terms of service overflowing with legal jargon.

 

How is it relevant to Australia?

Given the GDPR is a European Law, it would seem to have little relevance for Australia. Any company with customers in the EU will be affected.

Strict Privacy by Default

Strict privacy settings should be the default setting. A user shouldn’t have to go into their settings to make manual changes to opt into stricter settings.

Rights to Data

Under GDPR, individuals have greater control over how their personal information is collected, stored, and used. Individuals have a right to access their data, which means the right to know where, why, and how their data is processed. This includes the right to request a report to access their data. Additionally, individuals have a right to be forgotten, which means their data can be deleted.

Breach Notification

Organizations have a duty to report certain types of data breaches to the relevant supervisory authority within 72 hours, unless the breach is harmless and poses no risk to the individual. If a breach is concluded to be high risk, the company must also inform the individuals impacted.

How does your business take action?

Make sure your Privacy Policy is up to date

Ensure your privacy policy is updated to address GDPR. Discuss what information you collect, how it’s used, and any third-party service providers you share the information with. Include the process to follow to invoke the right to access personal data or the right to be forgotten.

Remember, while your privacy policy will reference the requirements of GDPR, having it installed doesn’t mitigate your need to obtain informed consent.

Google Analytics

If you use Google Analytics you may be collecting user ID/hashed personal data, IP addresses, cookies, or behaviour profiling. To be GDPR-compliant while using Google Analytics, either 1) anonymise the data before storage and processing begin, or 2) add an overlay to the site that gives notice of the use of cookies and asks for the user’s permission prior to entering the site.

Retargeting Ads and Tracking Pixels

If your website uses retargeted ads, pixels or cookies to capture personal information to remarket to your audience, you must inform website visitors of this immediately when they enter your site and obtain informed consent.

Email Opt-In

On the subscription form, have a checkbox for the visitor to consent to everything they’re about to subscribe to. If your newsletter uses tracking pixels to see when they open it, put a visible disclaimer before they subscribe. Verify if your email service provider offers GDPR tools.

Affiliate Links

If you use affiliate links, you need to get consent for cookie usage. Consent must come before the visitor clicks the affiliate link because a cookie will be placed on their browser to track sales activity.

Display Ads

If you have ads on your website from a third-party ad server, upon entering your site, users should immediately consent to your use of a third-party server that collects user data for advertising and marketing purposes. If your ad server uses cookies to gather data on the visitor for targeting purposes, inform visitors upon entering your site and get consent for using cookies for this purpose.

Contact Forms

Before users submit their information in a contact form, get their explicit consent with a checkbox.

Comments

Before users can leave a comment, get consent by using a checkbox and disclose that your site will store their comments and, as needed, information relating to the comment such as the date and computer’s IP address. Let them know how the information is used. Also, include a reminder that some information may be displayed publicly, such as name or URL, if they’re submitted with the comment.

Product Sales

If you’re selling services or products to EU residents, only collect necessary information from your customers upon checkout and obtain explicit consent prior to submitting the purchase to let them know how you’ll use that information.

Concerned about GDPR compliance?

 

If you’re interested in getting our assistance on this matter, please call your Account Manager or Director and we can discuss the potential impacts on your business and craft a solution for you.

Contact Us Today

3 JUICY TIPS TO IMPROVE YOUR LOCAL SEO

3 TIPS TO IMPROVE YOUR LOCAL SEO

We try not to make things more complicated than they need to be. However when we start throwing out the terms SEO, Local SEO, On-page SEO, Off-page SEO we get that the mind drowns in a tsunami of jargon, and the good stuff runs the risk of getting lost in translation.

 

So why is Local SEO important?

Local SEO enables you to promote your business’ visibility for location-based searches, i.e. city, state, postcode, and ‘near me’ searches.

The effects of Local SEO are magnified if your business also has a physical location. According to a study done by Forbes, 95% of smartphone users have used their device to perform local searches, out of which 61% called the business, and 59% visited in person.

Competition in local SERPs (Search Engine Results Pages) is becoming increasingly challenging, but there’s plenty of things that you can do to improve your positioning amongst your competitors, and give yourself the best chance of ranking locally.

 

Here’s 3 juicy tips to improve your Local SEO…

 

 

In at #1 - Claim and Optimise Your Google My Business Profile 

If you need Local SEO help the best place to begin is to claim your Google My Business profile. This business listing shows up in local searches, Google maps, and organic rankings in general.

To claim your listing you need to have a physical location and street address (not a P.O. Box). Google will then send a verification code by post to your address; the advantage of a verified business listing is greater SERPs dominance for brand searches, which can increase click through. 

Taking the time to fully optimise your profile by carefully selecting the business category, providing a precisely worded business description, adding contact information, business hours, images, videos and types of payments accepted will help to boost performance in local search. Google now allows up to 750 characters in your business description, however only 250 characters show up before getting cut off in the Knowledge Panel: this is a great place to use keywords specific to your business, and define your unique selling points that set you apart from the competition.

Google’s added so many brilliant features for you to take advantage of. As an example, you can activate the messaging feature, so that customers can text you direct from your business profile in search results.  

Another super cool feature launched last year are Google Posts that you can publish in your Google My Business profile. You can use the posts to communicate with your audience, letting them know about events, new products, updates to business information, etc, and these posts will appear in SERPs alongside your Google My Business listing. Google posts expire after 7 days, but it’s a great way to broadcast your latest news and put it before both old and new customers.

CHECK OUT YOUR GOOGLE MY BUSINESS PROFILE NOW

 

In at #2 - Get New, High-Quality Links  

If you’ve ever had one of our free SEO health checks you will have seen a lot of data that tells you about backlinks to your website, and linking domains. Backlinks are the links from another website, back to your website. Google analyses your backlinks to determine whether your website contains relevant, useful information.

Linking domains refers to the number of websites that link to your site, and this is where we begin to examine the authority of those websites. Backlinks are weighted based on that linking websites authority. Higher influence websites typically rank higher in search results. Not all backlinks are valued the same; the value of a backlink depends on the authority of the referencing website.

The quantity and quality of links directed to your website have a significant effect on local SERPs. To improve your Local SEO focus on building backlinks to your site from other websites owned by businesses and directories within your local community. This acts as an indicator to Google that you hold key relationships with other businesses, providing signals of trust and authority. Think about reciprocating links if the related services, or content may be useful to your customers.

Here’s a few ideas on how to get local backlinks to improve your Local SEO:

  • Look for local sponsorship opportunities;
  • Get involved in local community events, and get listings on their websites;
  • Become a contributor to local digital newsgroups, or the online version of your local press;  
  • Consider relevant local classifieds ads online;
  • Think about local business awards, such as the Chamber of Commerce;
  • Build relationships with local influencers;
  • As we said above, leverage local business relationships.

 

In at #3Prioritise Your Online Reputation by Focusing on Customer Reviews.

 Never judge someone by the opinion of others…  

Great advice, but when it comes to the digital world, it doesn’t quite work like that.

According to a 2017 consumer survey:

  • 97% of consumers read online reviews for local businesses.
  • 85% of consumers trust online reviews as much as personal recommendations.
  • Positive reviews make 73% of consumers trust a local business more.
  • 49% of consumers need at least a four-star rating before they choose to use a business.

Being proactive about your reputation management is a valuable use of time. Online customer reviews are known to impact Local SEO, SERP rankings, consumer trust, AND click-through rates.

Google My Business reviews are a great way to fire up your Local SEO marketing. You need at least 5 reviews for Google to start showing your reviews against your business profile.

Apart from making Google happy and driving your SEO, customer reviews are powerful in that they give prospects a real indication of what it’s really like to use your goods or services.

Google loves customer reviews as it's unique content, usually of high-frequency, giving its search spiders something fresh to crawl. Couple this with the fact that your customers usually write reviews using words and phrases mirrored in the searches of your prospects, results in an increased chance of ranking well for keywords relevant to your business.

Google encourages you to invite your customers to leave online reviews through Google My Business. These reviews will appear next to your listing in Google Maps and your business’ Knowledge Panel in search results. The easiest way to encourage your customers to leave you a review is to provide them with a direct link to your Google My Business listing. According to a 2017 consumer survey, 70% users are willing to leave reviews and ratings if asked to.

Before you start check out Google’s guidelines for Google My Business reviews.

 

 

We hope that you find our juicy Local SEO tips useful.
Feel free to leave us a Google My Business Review if you’re inspired after reading our tips.

 

If you need help with your SEO strategy we offer a full range of SEO services, and SEO packages to suit your business needs.

Contact Us Today

 

 

 

Websites need more than just ‘Good Looks’

Websites need more 
than just ‘Good Looks’ 

Having a website that ‘looks good’ is an essential part of your marketing strategy. But looks aren’t everything. The functionality and experience of the website user are just as important, if not more so.

Understanding the ‘User Experience’, which has been coined ‘UX’, is central to your website not only providing engaging, quality content, but helping your consumers to convert their interest to a lead or sale.

The design of any new website, or the redesign of any existing site, should have ‘UX’ at the core of any research and planning. It will help you appreciate how consumers are using your website, allowing you to create a journey through the pages that is simple and intuitive, therefore influencing the design of your ‘User Interface’ or ‘UI’ (what the user interacts with).

Websites come in all shapes and sizes. Depending on the objectives and budget, your website can range in scale, look and feel. With the plethora of ‘free’ website platforms available, anyone can be a website designer… producing sites that really look the business! But whatever your website, just make sure you put yourself in the shoes of your consumer. How are they going to use the site, what’s their journey, and what’s your objective for them? Is it to simply research your product? or pick up the phone and become a hot lead? Either way… ‘User Experience' is key.

If you’d like to talk about the ‘User Experience’ of your website, contact our team today at hello@barefruit.com.au

National Wear your ​Pyjamas ​to work ​Day

We've all gone Pyjamas

At Barefruit Marketing​ we're all about embracing important National Days. Important and serious days, like ​International ​National Women's Day, Father's Day... and who could forget the best day of all, National Wear your ​Pyjamas ​to work ​Day.

​But we're sensible adults who would never drop their kids at school in our pyjamas​​. Wait, what? Claire did? Okay... We're sensible adults who would never forget to drop our kids at school... and ​we all wore our pyjamas to the office today​ because we are all game for a laugh.

Blues, yellows, shorts, t-shirts, polka dot​s,​ penguins​ and Wonder Woman adorned our business-bodies today as we worked to the (slightly hypnotic) lullaby-remixes of classic ​Disney tunes. We also started the day with a session of laughing yoga - you should try it, it's hilarious, and helps if one of the team has an infectious laugh (Sara).​

But it wasn't all for fun and laughing-yoga - there was a serious side to our shenanigans today. As a proud corporate sponsor, and several personal sponsors, our team is ​committed to supporting Rafiki Mwema - a charity run from our office that provides safe houses and therapeutic care​ for traumatised and sexually abused young children. ​All ​our ​pyjama participants donated $5 to the charity today. $5 in Kenya can go a long way, for instance it can buy 3 meals a day for one of our ​children for a week, or transport 3 of our children home for supervised visits with their family.

Rafiki Mwema ​urgently need funds to continue the life-saving work they do with these children - if you can go without your latte for a day, please consider donating it to Rafiki Mwema here, and make a difference - it is tax deductible too. When you donate please put 'Barefruit' in the notes - and we'll donate another dollar! 

For more information on Rafiki Mwema also #WearYourPyjamasToWorkDay And don't forget, we're hiring at Barefruit. So if you want to join in the fun that is our office, check positions available here.

Great Branding Needs Great Graphic Design

Great Branding 
Needs Great Graphic Design

As a marketing tool, high quality graphic design can define your brand and differentiate it from others. Without great design even the best headline and copywriting will have little cut-through. Unique graphic design creates a visual representation of what your business is about. It is said that a picture is worth a thousand words — a powerful graphic or design can visually represent or convey emotion, stimulate the viewer, represent quality and express a business’ personality within a split second.

Here are some basic graphic design tips to consider when branding your business:

1. Start with the logo
Your logo is fundamental to your brand ­— it will be used on everything. Choose colours and fonts carefully. Make sure it’s legible and the design isn’t too intricate or fussy — logos need to easily work on all platforms from business cards to billboards. 

2. The ‘no more than 2’ rule
Choose two core colours (black and white excluded) when designing for just about anything. Any more and it starts to give potential customers a headache.

3. Keep it simple
“Less is more” is a golden rule for design. This goes for your logo and use of fonts (no more than two fonts, by the way). It’s also true for layouts, printed material and anything digital, from websites to social media. The top big brands have logos that are minimal, clean and simple for a reason, think Apple, McDonalds, Nike, Virgin…

4. Leave it to the professionals
Finally, the best tip we can recommend is to get help from a qualified Graphic Designer — you will save yourself time and therefore money. If you think we can help you with your branding, give us a call, we’d be happy to help. 

Your Barefruit Team 

Barefruit’s Co-Founder & Director To Report For Games

Lennox Head local and our very own co-founder and Director of Barefruit Marketing - a full service marketing agency, located in Ballina, Evan Harding has been chosen out of 50,000 applicants to be a volunteer reporter for the Commonwealth Games being held April 4th – April 15th 2018 in the Gold Coast.

Evan Harding will work with 900 other volunteers as a member of the Games’ Press Operations team. This placement is well suited to the 40-year-old father who is also an avid athletics fan.

The official title of Evan’s role is ‘Flash Quote Reporter’ for the Netball competition; requiring him to interview the athletes courtside after the game. These quotes will be taken up by the world’s media during the coverage of the games.

“This is an absolute dream come true for me. I have been to the Sydney and Athens Olympics and the World Championship in London last year – I can’t wait to be a part of something just up the road from us”.

Originally from England, Evan has been following athletics his whole life and has also run two Marathons – London and Gold Coast. He’s thinking about registering for the Gold Coast Marathon this year in it’s 40th year – and his!

The application process for the games started over a year ago and the interview process took 6 months to get through a ‘shortlist’ of 25,000 people. 15,000 were selected for a 2-hour interview, and after a 3-month period Evan was informed, due to his experience, he had been selected for the Press Operations team.

Since then he has attended venue specific training, online training from home, familiarised himself with the rules of netball and been fitted for his uniform. After the Opening Ceremony dress rehearsal this weekend he will be relocating to the Gold Coast for the duration of the Games.

Evan is most excited to be a part of sporting history and contribute to the vibe. He will be close to the action and in the words of the training team ‘it will be one of the best 2 weeks of his life’.

Hi son, Cian (7) is excited to see dad on TV. Cian will also be travelling to the games with mum Claire to watch some of the events live.

Sport features prominently in Evan's life. He coaches his son's Lennox Head Football Team with training each week and games every weekend, thrashes it out at an F45 class every morning and is still an avid follower of his beloved Norwich City Football Club (the Canaries) in the English Championship League. He and wife Claire are also in training for a 5km run at the end of the Commonwealth Games for a bit of fun.

It is not the only volunteering role that Evan, Director of Barefruit Marketing in Ballina takes. Barefruit are a proud Corporate Sponsor of locally run charity Rafiki Mwema, with his wife and business partner Claire being on the board, assisting with marketing and fundraising.

With the Commonwealth Games kicking off next week, keep your eyes on the TV screens and the Barefruit Marketing blog for an update on Evan’s experience – www.barefruit.com.au